Abstract
The article is devoted to the features’ study of the modern innovative technologies use in the marketing sphere, in order to establish the possibilities that allow modern industrial enterprises to increase their competitiveness level. The authors highlighted the theoretical and methodological foundations for modern innovative technologies application in the marketing sphere necessary for organizing the integrated management process of enterprise’s competitiveness indicators. The key features incident to modern marketing of innovations are determined. The lateral marketing improvement directions as a methodology for marketing approaches development and implementation in the company's activities to increase its efficiency in the competitive market environment formation for the production and sale of goods in modern economic conditions are considered. The main innovative marketing complex components are highlighted. The issues related to research in the innovative products’ marketing research field and forecasting the markets’ development are considered. The role played by modern marketing research in the scenario planning mechanisms’ development is determined. The factors that can have a significant impact on the industrial enterprises’ innovative activity indicators are structured. At the end of the article, the authors concluded that the current economic development level makes it possible to define innovation as a unique asset capable of qualitatively influencing the modern industrial enterprises’ competitiveness main indicators, which in turn will lead to the fundamentally new products, services and technologies emergence.
Highlights
The domestic and world economy development directly depends on what development stage the modern society is at
Innovative marketing is characterized by the presence of both price strategies and non-price strategies, with the following types of non-price strategies:
The domestic economy current development level considers the concept of innovation as one of the most effective means necessary to increase the industrial enterprises’ competitiveness level, since the emergence of innovations leads to the emergence of unique and often even breakthrough technologies, services, goods and pág. 20 products, which leads to the conquest of new sales markets by the enterprise
Summary
The domestic and world economy development directly depends on what development stage the modern society is at. World powers are successfully using various achievements in the high technologies field in order to achieve their economic, political and geopolitical goals. Society has become more actively interested in the existing achievements in the high technologies field, which are embodied in a variety of innovative goods and products. These goods’ purchase and consumption by society contributes to the economy’s development (Balashov, Lavrovskaya & Zheltenkov, 2014). The main and most promising from an economic point of view direction for the high-tech innovations development in modern Russia are creating potential demand for various technological innovations, solving existing issues in the innovation, legal and personnel environment, and elements’ modernization that make up the modern marketing complex
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